Raytheon Technologies - Global Geographic Brand Naming and Brand

Enter your text here...Brand architecture and geographic naming are inter-dependent strategies. With architecture generally informing direction for naming strategies. After an audit of best proactive geographic naming conventions within the sectors and adjacent sectors we explored solutions following a Master brand Approach (leaning towards a more global naming strategy) and a House of brands Approach (leaning towards a more national naming strategy). Our design team brought to life the options across a relevant range of applications from digital to physical environments prior to research being conducted within the business to conclude the best approach to be adopted.